Would You Buy a Used Car From Beetlejuice?

CarMax doesn't recommend it

Beetlejuice runs a used-car dealership now. That beats the icy clutch of the grave. Probably.

The Martin Agency’s new :90 for CarMax deftly ties in with Beetlejuice Beetlejuice, the highly-anticipated sequel that opens on Sept. 6.

It’s dripping in spooky-campy atmosphere, with nods to Tim Burton’s beloved 1988 classic—including a spoofy “Day-O” song. (“We can’t give you CarMax piece of mind. But we’ll give you an actual piece of mind.” Heh.)

Directed in superbly silly style by commercial ace Ulf Johansson, it’s entertaining for hardcore fans and newbies alike.

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Actually, we’ve encountered worse car salesmen. Juicy seems less pushy. Say “CarMax” three times. That should boost the brand proposition.

“Beetlejuice is among Warner Bros. most beloved franchises and continues to be sought out by audiences of all ages,” says Dana Nussbaum, EVP of worldwide marketing for the studio. “Theatrical partnerships with brands like CarMax and their BeetleMax campaign are exciting because they allow us to extend the cinematic world for moviegoers and offer an enhanced entertainment experience.”

Both brand and agency view the campaign as an extension of the franchise and strove for authentic connections.

“We even shot on the same studio lot as the new film,” Martin creative director Lindsey King tells Muse. “The model town in our teaser film and seen within the main spot was a 30ft x 30ft replica of the Beetlejuice model town, including the iconic Beetlejuice house, even though you only see a small portion of it.”

What’s more, Neal Scanlan, Tim Burton’s “head of creatures,” worked with the team “to oversee the removal of a Shrinker’s head featured in our spot, to maintain character consistency,” Martin says.

“The snake-man character is the same actor as the one in the new film, because he is the only one who can fit the costume. We really wanted to honor the film and get fans excited.”